Media Operations/Capabilities for Agency
03-1015012-609

Our 185-person media team specializes in creating media programs
which maximize the impact of a client’s budget by identifying — and
taking ownership of — the most relevant timing and placement for target
consumers to be exposed to our clients’ brands. This is accomplished by
practicing an anthropological planning approach that goes beyond target
audience demographics and includes an understanding of psychographics,
consumer attitudes, purchase behavior, retail store “mapping,” and the
environment in which our advertising will appear. To provide the most
integrated marketing programs for our clients, we prefer to plan and
buy the media. These services are not outsourced.

To ensure the best media opportunities for return on investment, we use
proprietary statistical modeling to guide the media planning and buying
decision-making process. We take into account, for example, marketing
and sales data, seasonal and geographic variables, and other factors to
help clients make critical decisions about optimizing media vehicle
(e.g., T.V., radio, print, circulars, direct, online), and mix (e.g.,
T.V. daypart allocation).

Every broadcast buy is post-analyzed — by daypart, by station, and
overall for each market. Our buying staff’s compensation is directly
tied to post analysis performance. However, evaluation goes beyond the
delivery of the media buy. We understand how to drive qualified traffic
into stores. Awareness is a significant measurement, and should be
closely tracked. Similarly, a post-analysis at 100% is an enviable
goal, and we ensure that stations deliver what they’ve promised. But
neither matter unless we deliver qualified traffic into your locations.

For direct response brand marketing, we also employ a proprietary
software system that allows us to monitor the success of a media
schedule on an on-going basis. Accordingly, well before the post-buy
stage, we are able to identify how well the buy is delivering the
target. As a result, our media and direct marketing teams are
continually identifying which programs and stations provide the highest
levels of response and adjusting the media plans to capitalize on that
learning.